Panama City: 700-Square-Meter Curved LED Screen Becomes Landmark
A curved LED display spanning more than 700 square meters (7,535 square feet), known as La Reina, went live in Panama City on June 10 at a major traffic junction. The operator describes it as the largest screen of its kind in Panama and the region, though invidis has not independently verified this claim. Audience measurement reportedly recorded approximately nine million impacts in the first three months. Campaigns are placed through agencies including WPP, Publicis, Star 5, El Joint, and Bcomm Panama. All figures and claims come from the operator via invidis.com.
A curved LED display spanning more than 700 square meters (7,535 square feet) is a new addition to the digital out-of-home inventory in Panama City, according to invidis.com. The installation, known as La Reina — Spanish for "The Queen" — went live on June 10 and sits at a point where several major traffic routes converge, including Avenida Balboa, the exit from Corredor Sur and Vía Israel.
What is La Reina in Panama City?
La Reina is a large-format curved LED SuperScreen operated by the company behind the installation, which describes it as the largest screen of its kind in Panama and the region. That superlative is the operator's own; invidis.com notes it has not independently verified the claim.
The screen carries advertising campaigns placed through international and Panamanian agencies, which invidis.com reports include WPP, Publicis, Star 5, El Joint and Bcomm Panama. That agency list is self-reported and has not been independently corroborated.
Where is the curved LED screen located?
The installation occupies a junction where Avenida Balboa, the Corredor Sur exit and Vía Israel meet. Its elevated position and curved configuration make the display visible from several approaches to the intersection, according to the source.
Rather than mounting a conventional rectangular screen onto the building, the project team designed La Reina's curved surface to follow the architecture of the structure itself.
Why was building a curved LED screen challenging?
The company said the project involved engineering challenges tied to the display's scale and curvature, plus structural requirements and brightness management. The stated goal was to keep the screen visible and visually impactful without making it uncomfortable to view.
Audience measurement, the operator says, recorded approximately nine million impacts over the screen's first three months of operation. Those figures are self-reported by the operator, according to invidis.com.
Why did the screen get the name "La Reina"?
The name was chosen to give the installation an identity tied to its scale and prominent location — La Reina translates as "The Queen." The operator has also carried that identity beyond the physical display, running an Instagram account that highlights campaigns and creative content shown on the LED installation and interacts with other accounts.
Why it matters
For a local advertiser, a curved, elevated LED screen at a converging junction is a distinct proposition from flat panels mounted along a road: the curvature and height extend what is visible from which approach, and the operator's own measurement puts meaningful reach behind three months of operation. Buyers placing through agencies in Panama City now have a large curved format in the city mix alongside other roadside inventory.
Independent verification of the size, the nine million impact figure, the agency roster and the largest-in-region claim is still outstanding; each comes from the operator via invidis.com.